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Abstract

The focus of this work is on the phenomena surrounding the increasing consumption that has been occurring among the poor in developing countries over the past decades. People who were confined to subsistence levels of consumption have started to change their consumption behaviours. This thesis aims to understand who the new consumers are, how they perceive life today after the changes in consumption patterns, what these changes are and which factors influence consumption and perceptions. Accordingly, I have found that people in fact perceive their lives in different ways after their consumption patterns have changed. The consumption of durable goods has considerably increased among the poor in Brazil, and the routine use of newly introduced appliances has brought novel practices, which have unfolded into new perspectives of life for its users, shaping as well the way they desire and consume. Moreover, aspects such as access to credit lines, social norms and media are influencing people to consume and behave in particular ways. I wrote this thesis grounded on Social Practice Theory, which I have employed to analyse the observations and statements collected during fieldwork in Cabo Frio, Brazil. Based on these data, I have built a case study to analyse how people perceive life after the alterations in consumption patterns and the introduction of new appliances in their routines. In order to comprehend the scenario in which the case study is based as well as the people it concerns, I included social phenomena, cultural background and public services as objects of my analysis.